Jacks Garage - Jack Daniel’s
2025
Jack Daniel’s wanted to celebrate their global partnership with McLaren in the lead-up to the F1 Grand Prix. The challenge was to create something that felt genuine in a city already flooded with race-week events. We needed to find a way to honor the brand's down-to-earth heritage while still tapping into the energy of the F1 circuit.
We decided on a two-part approach. First, we hosted an intimate track day at Yas Marina Circuit for a small group of brand ambassadors—some of Dubai’s top mixologists and industry leaders. We wanted them to experience the partnership firsthand in a setting designed specifically for them. A week later, we opened things up with "Jack’s Garage," a party for over 250 friends of the brand. We kept the vibe relaxed and full of character, featuring a general store with JD merch, craft cocktails, racing simulators, and even a line dancing lesson to keep the evening unpretentious and fun.
The event worked because it felt like a community gathering rather than a corporate activation. We saw great participation across the board, and the line dancing ended up being a real highlight that got everyone involved. In a week where everyone is competing for attention, "Jack’s Garage" managed to cut through the noise by offering a unique, lived-in experience that resonated well with both guests and influencers.
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